Rising eco-anxiety (64% of British children aged 11-16 state they’re experiencing eco-anxiety, 9% daily – Action for Conservation, 2024) is valorising ads and activations showcasing the impact of small, easy changes. The best deploy charm and creativity to swerve communicating sacrifice, instead haloing the (also micro) moments of joy such shifts may bring – like the opportunity to go a little slower, or do a little less.

As noted in Solutions for the New Climate Era, increasingly volatile weather presents opportunities for brand services aiding adaptation to climatic challenges. From sport and beauty to real estate and beyond, digital/e-commerce platforms showcasing interactive real-time intelligence enabling better decision-making are a key white space to consider.

As referenced in Eco-Comms: Winter 2022, brands often over-index on educative concepts without also delivering the excitement required to catalyse change – “incentivising new behaviours that can awaken and justify positive values,” says sustainability strategist Shanie Brett. Current people-nature interconnectedness projects (pop-ups, branding, ads) are writing new narratives foregrounding awe, pleasure, and a magical sense of togetherness.

Tracking rising recommerce (see Key Stats), imaginative aftercare/repair ‘ateliers’ letting people resell/buy better quality second-hand goods hold major mileage. Upgraded refill concepts, product passports for instant resales, partnerships with ‘care culture’ specialists and sassier messaging (see UK department store Selfridges’ saucy dating-based straplines) are also raising the circularity game.

Annexing the cannily curbed consumption trend, other brands are shrewdly reframing surplus, deadstock or slightly imperfect items to prevent vast volumes of waste. While there is cachet in scoring bargains, elevated language is key; terms like ‘reconsidered’, ‘imperfectly perfect’ and ‘too good to go’ (for beauty as well as food) are emphasising desirability.

Also leaning into the intersection of sustainability and frugality are new fashion initiatives – ads and (mostly) apps – rooted in positively curbing consumption. The best foreground messaging anchored in the seductive notion of optimal living and clever life-hacks, particularly identifying existing items to limit excessive or impulse purchasing, and buyers’ remorse.

Creative archive-centred projects are continuing to reframe the perception of pre-loved/second-hand goods, adding status by building hype. Whether its fashion, furniture or tech, concepts promising the chance to snag a long-gone piece or be part of a brand’s history (see Leveraging Lore and Managing Mythology in Luxury Flagships: New Languages) have value, even for high-street brands.